Inner Sircle Adam Brown

Saturdays are great for audits:
Audit Competition-
Over your morning coffee, as I am doing right now, take a look at the social handles of some brands you consider to be your competitors and observe what they are up to. Not because you are competing with them for likes or followers, but more to see how they are approaching messaging and conveying USPs. You can find some incredible learnings by observing what your competitor set is doing.

Audit Aspirational Competitors-
Next, take a peek at some brands that you feel just crush it on social (I like OLIPOP PBC, ALOHA, and SmartSweets just to name a few) and document 1-3 things that you really love and that you think are actionable and you can easily implement in your own plan.

Audit Yourself-
Immediately after, jump onto your accounts and as best you can, try and look at them through the eyes of a consumer. When a person lands here, do they immediately get who we are, what we sell, how we are different, and why they should care? Does it feel natural and that this is the social account of your brand and authentic to your ethos?

Armed with fresh thoughts from this 20-minute exercise, jot down some tasks for the week that you feel can incrementally improve your own efforts.

Don't be a headline reader about a platform such as TikTok and dismiss it without actually rolling up your sleeves and getting in there to assess for yourself.

Yes, it is not so straightforward.
Yes, it skews young.
Yes, it is new and less intuitive for us older folk.
but...
YES, it represents massive awareness and opportunity! So, you need to reconcile those if you want to put yourself and/or your brand in a position to win. Isn't that what we are all trying to do here anyway? 🤔

POV: Community Management is THE KPI for social media

Brands spend most of their time focused on their content. Of equal, or of greater importance, is your community management and engagement with fans, followers, and customers on social media. People spend so much (often too much) time on their outgoing messaging and controlling what they SAY and then spend too little (often, none at all) time on their reactive messaging and LISTENING to the audience, and what they have to say.

Remember, social media is an uncontrolled marketing medium and you want responses so you can be social and engage with people. Think less monologue and more dialogue! It is the whole point of social and skipping community management as THE MAIN FOCUS, is a major miss in my opinion.

Want a KPI for your efforts this year? Try and engage with one user today, tomorrow, the next day, etc. It adds up and then the WOM effect can snowball in your favor. Go get it!

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